Sydney Sweeney is back with a new American Eagle partnership — but is it as controversial as her “good jeans” campaign?
On Wednesday, the clothing company unveiled its latest ad with the Euphoria actor — this time, for jean shorts. The new video, posted online by the brand, features various shots of Sweeney (now sporting a shorter bob) wearing denim cutoffs as part of a variety of beachy, summertime outfits.
It’s unclear whether the ad is a wink to the controversy of her previous campaign. In the video, Sweeney asks, “What brand am I wearing?” before replying with, “Yeah. That one.”
The video is captioned “Syd for short,” a play on Sweeney’s nickname.
Many commenters praised the video. One person wrote: “Glad to see AE didn’t bend the knee to the haters. You look fabulous, Sydney!” Another added: “I looove how you [sic] just trolling that haters.” A third noted that Sweeney is “not just gorgeous, but smart.”
“I’d never even heard of her before these ads came out and now she’s everywhere,” they commented.
Sweeney’s previous American Eagle campaign dropped in July 2025, to significant backlash. In one ad from the campaign, evocative of Brooke Shields’ controversial 1980 Calvin Klein commercial, Sweeney pulls on a pair of pants as she says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.” A voiceover then says, “Sydney Sweeney has great jeans.”
The video was criticized by some for promoting genetic superiority. Others hit back at the claims, alleging the ad was just a pun — not a secret dogwhistle for white supremacists.
President Trump praised Sweeney’s “good jeans” video online: “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves,’” he wrote in a Truth Social post in August 2025. “Go get ’em Sydney!”
Sweeney did not immediately respond to the backlash. In an interview with GQ in November 2025, when asked about the ad’s divisiveness, the star of The Housemaid told the reporter: “I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m in jeans and a T-shirt every day of my life.”
In December 2025, she further explained her stance to People. “I was honestly surprised by the reaction,” she said. “I don’t support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren’t true. Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness.”
Sweeney is currently making waves for a very different outfit she wears in the third-season premiere of Euphoria. In the episode, which premiered on April 12, her character, Cassie, dresses as a dog — complete with a corset, dog ears and a tail — to create social media content she hopes will help her pay for her upcoming wedding to Nate (Jacob Elordi). One person commented on Sweeney’s latest American Eagle ad: “They make shorts for dogs now?”
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